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The Connection between Neurophysiological Correlates of Trust and Distrust and Isolated HEXACO Dimensions
Dimitrios Külzer1, Stefan Kalt1, Peter Walla1,2,3
1Faculty of Psychology, Freud CanBeLab, Sigmund Freud University Vienna, Freudplatz 1, 1020 Vienna, Austria.
Life (Basel, Switzerland)
|March 28, 2024
Summary
This study reveals how personality traits influence brain responses to trusted brands. Neurophysiological data show that honesty-humility and agreeableness impact how the brain processes trust in brands.
Area of Science:
- Neuroscience
- Psychology
- Sociology
Background:
- Trust and distrust are extensively discussed in psychology and sociology, yet consensus on their future conceptualization is lacking.
- Prior neurophysiological studies have identified differences in brain activity related to trust and distrust.
Purpose of the Study:
- To investigate the relationship between neurophysiological processing of trust/distrust and specific HEXACO personality dimensions.
- To provide neurophysiological evidence for the influence of personality on trust-related brain activity.
Main Methods:
- Re-analysis of existing neurophysiological data on trust and distrust.
- Event-related potentials (ERPs) were analyzed for visual stimuli (political institutions, brand names) rated for trust/distrust.
- Statistical analysis connected ERP findings with HEXACO-60 personality inventory results.
Main Results:
- Significant differences in brain activity (ERPs) between trust and distrust were observed at 330 ms and 780 ms at frontal electrodes.
- A significant interaction was found between ERPs and the HEXACO dimensions of honesty-humility and agreeableness for trusted brands at 780 ms (electrode F8).
Conclusions:
- Personality traits, specifically honesty-humility and agreeableness, demonstrably influence brain activity associated with processing trusted brands.
- This study offers neurophysiological evidence linking personality dimensions to the brain's response to trusted entities.
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